The Agile Marketer E-Book

Roland Smart

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 305

Veröffentlichungsjahr: 2016

Beschreibung

The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language--and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: * Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era * An understanding of Agile methods and their application to marketing * A plan for integrating Agile with your traditional methods * Tactics to drive alignment with product management * A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice--and help realize its critical roles in product management and the customer experience.

Leseprobe

Table of Contents

Title Page

Copyright

Preface

Acknowledgments

Part I: How Development Methods Influence Marketing

Chapter 1: Why Marketing Needs to Adapt

What Does Modern Marketing Feel Like Today?

Driving into the Future

The Relationship between Product Development and Marketing

Endnotes

Chapter 2: The Modern Marketer's Challenge

The Marketing Buyer's Perspective

Entering the Era of Modern Marketing

Catching Up from Behind

Endnotes

Chapter 3: Scaling Sales: Marketing and the Role of Automation

Marketing Automation Is a Foundational Technology

Getting to Alignment

Enter Agile

Automation Is about Amplification

Endnotes

Chapter 4: The Rise of Agile

Why the Shift to Agile?

Agile as Competitive Advantage

Endnotes

Part II: Adaptive Methods for Modernizing Marketing

Chapter 5: A Snapshot of Leading Methods

Chapter 6: The Skinny on Scrum

Scrum: A Service Development Method

How Scrum Works in a Marketing Context

Scrum Is a Team Sport

Endnote

Chapter 7: Kanban: Lean Meets Agile

Distinct Origins, Shared Philosophy

Scrum versus Kanban: Similarities and Differences

Endnote

Chapter 8: Implementing Agile: Key Considerations

Forging C-Suite Partnerships

The Role of the Agile Coach

Own Your Method

Set Expectations Up Front

Endnotes

Chapter 9: Implementing Agile: Common Objections

Argument #1: “It Doesn't Scale”

Argument #2: “We'll Disrupt Active Projects”

Argument #3: “We Can't Plan Ahead”

Argument #4: “How Can We Possibly Budget for This?”

Endnotes

Chapter 10: Your North Star: The Agile Marketing Manifesto

Your Team's North Star

A Complementary Design Metaphor

Repurposing Content Cupcakes

Going Cupcake Crazy

Endnotes

Part III: Linking Innovation and Customer Experience

Chapter 11: Integrating Marketing and Innovation with Agile

Aligning Teams

Aligning UX

Aligning the Teams on Research and Feedback

Aligning on Strategy

Chapter 12: Beyond Agile: More Methods to Link Marketing and Product Management with Innovation

Common Innovation Methods

Skunk Works

Crowdsourcing

Top-Down Strategy

Dependency Exercise

Prioritization Exercise

Putting It All Together

Endnotes

Chapter 13: Beyond Agile: Marketing's Role in the Customer Experience

The Context of Customer Experience

Simplicity and Consistency First

Experience Strategy

From Theory to Practice

Endnotes

Part IV: Modern Marketing and the Customer Experience

Chapter 14: From Deeper Customer Relationship to Richer Customer Experience

Chapter 15: Growth Hacking

Growth Teams and Modernization

Baked-In Marketing

Extending the Freemium Concept

Frictionless Advocacy

Converged Media

Native Advertising: Paid Media That Feels Like Earned Media

Endnotes

Chapter 16: Lessons from the Collaborative Economy

Collaborative Companies Reset Expectations for Traditional Business

How Disruptive Will the Collaborative Economy Be?

Agile and the Collaborative Economy: Three Business Models

Servicization's Impact on Incentives

Endnotes

Conclusion: The Steward of Customer Experience

The Customer Life Cycle

The Community Influences the Entire Customer Life Cycle

Engaging Practitioners before the Buy

Data and Customer Experience Go Hand in Hand

Embarking on the Marketing Modernization Journey

Appendix 1: Content Marketing: An Agile Approach

Exercise 1: List Business Goals

Exercise 2: Define Content Themes

Exercise 3: Define Personas

Exercise 4: Inventory Channels

Exercise 5: Define Content Types

Exercise 6: Link Content Attributes

Exercise 7: Fill Content Gaps

Exercise 8: Consolidate Channels and Content

Agile Content Strategy in Practice

Appendix 2: The Product Manager's Perspective on Agile Marketing

Resources

About the Author

Index

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

List of Illustrations

Chapter 2: The Modern Marketer's Challenge

Figure 1.1 Misleading Technology Decision Graph

Chapter 3: Scaling Sales: Marketing and the Role of Automation

Figure 1.2 Digital Body Language

Chapter 4: The Rise of Agile

Figure 1.3 Agile vs Waterfall Process

Figure 1.4 Waterfall Compared to Agile

Figure 1.5 Google Trends: ‘Agile Marketing’ vs ‘Inbound Marketing’

Chapter 5: A Snapshot of Leading Methods

Figure 2.1 Range of Agile Methods

Chapter 6: The Skinny on Scrum

Figure 2.2 Cost of Change

Chapter 7: Kanban: Lean Meets Agile

Figure 2.3 Kanban Board

Chapter 8: Implementing Agile: Key Considerations

Figure 2.4 Technology Management By Role

Figure 2.5 The Cone of Uncertainty

Chapter 9: Implementing Agile: Common Objections

Figure 2.6 The Truth About Plans

Chapter 10: Your North Star: The Agile Marketing Manifesto

Figure 2.7 Content Flow

Chapter 11: Integrating Marketing and Innovation with Agile

Figure 3.1 Feedback Cadences Compared

Chapter 12: Beyond Agile: More Methods to Link Marketing and Product Management with Innovation

Figure 3.2 Dependency Map

Figure 3.3 Prioritization Table & Graph

Chapter 13: Beyond Agile: Marketing's Role in the Customer Experience

Figure 3.4 Example In The Style of Joseph Albers

Figure 3.5 1 + 1 = 3

Figure 3.6 FedEx Logo With Arrow Outlined

Figure 3.7 Gestalt Visual Effect Example

Figure 3.8 Peak End Rule Example 1

Figure 3.9 Peak End Rule Example 2

Chapter 15: Growth Hacking

Figure 4.1 Growth Framework

Figure 4.2 Paid, Owned, Earned Media Venn Diagram

Conclusion: The Steward of Customer Experience

Figure 4.3 Customer Lifecycle

THE AGILEMARKETER

TURNING CUSTOMEREXPERIENCE INTO YOURCOMPETITIVEADVANTAGE

ROLAND SMART

This book is printed on acid-free paper.

Copyright © 2016 by Roland Smart. All rights reserved

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Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data is on File:

9781119223009 (hbk)

9781119223016 (ePDF)

9781119223030 (epub)

Cover Design: Wiley

Cover Image: Roland Smart

Preface

The goal of this book is to share some of what I've learned from my own journey as a marketer. My motivation stems from the fact that some of my greatest insights have come from books that I've read while learning my trade in the trenches. Books like Competitive Advantage, Innovation and Entrepreneurship, The Cluetrain Manifesto, The Innovator's Dilemma, Crossing the Chasm, Predictably Irrational, , and to name a few—made me stop and reevaluate how to approach my work. Sometimes they even took me in a completely new direction that proved rewarding. I've applied the insights from these readings over the years in ventures that succeeded and ventures that failed. Throughout my journey, I've been exposed to just about every aspect of marketing. I've also been fortunate to work at companies where I could balance my interest in marketing and product design with my broader interest in entrepreneurialism and business. This explains why I've grown to be a product-oriented marketer who appreciates and embraces contemporary innovation practices.